Social media is not appropriate for every business. If your customers use social media, it's a good fit. If your customers are unlikely to be involved in social media... stands to reason you aren't going to reach them in that channel.

yeah definitely, this is a case of a client requesting a FB regardless of my opinion. Auto Dealers are the target market basically. Not sure what I would do short of PPC, Maybe request dealers as friends, but where do i find their face book pages etc etc. I dont really know that this will be worth it. I have great oprganic rankings that my competors pay 15 bucks a click for, seems like FB is a waste of time, but what do i know!

I haven't done this myself, but I understand facebook has an advertising program that you can use to market specifically to users who've expressed interest in specific subjects.

Then again, I doubt you'd use that to market a facebook page. You'd use it to market the main site on facebook, but the main site could link to the facebook page, and the people coming to the site via facebook ads might also be interested in subscribing to the facebook page.

Offtopic

Wow, six instances of "facebook" in three sentences. Beat that, keyword stuffers!